While the Dash Button sounds like an April Fool’s Joke, it’s actually part of a long-standing Amazon initiative to make it stupid simple for you to spend money more seamlessly. Just shy of a year ago, Amazon announced Dash, a handheld Wi-Fi-enabled magic wand that helped your keep your pantry stocked. The new Dash Button is pretty much a simplified version of that, except you need a special button for each product, and you have to go with the brand that’s on the button. So if you install the Amazon Dash Button for Bounty, Bounty is what you’ll get.

It's just a shame that this is, once again, a US exclusive. It would be nice to be able to order new detergent at the push of a button. As long as you could get lovely British brands, that is.

This is just a new extreme for the world’s largest shop, a store that makes it impossibly easy to buy things without overthinking it, or thinking it at all. One day we’ll all be buying with buttons, because if there’s one thing people like more than spending money, it’s pushing buttons.